In this article from The Independant, I see that some executives (the only quote they cite is a COO from Mirimax) are blaming text messaging for bad summer movies flopping so horribly this summer. It seems that the strategy of "buying your gross", or trying to make as much money as possible before word of mouth spreads, is becoming increasingly difficult as communication improves. Average second-week drop-off has been dramatically increasing, and has even become noticable between Friday and Saturday of opening weekends.
It's a sad day for movie studios when marketing loses power, and they have to rely more on quality and actually pleasing the audience.